American Apparel Has Increased By 1 Billion 195 Million For Brand Upgrading And Supply Chain Pformation, With A Total Investment Exceeding 3 Billion.

Local casual wear giant Metersbonwe apparel Limited by Share Ltd (hereinafter referred to as "Mei Bang dress") disclosed the 2019 annual non-public offering A share plan in the evening of January 31st. It intends to raise no more than 10 specific investors, and raise no more than 1 billion 500 million yuan of non-public offering stocks for brand upgrading and product supply chain pformation projects and repay bank loans.

Mei Bang apparel said that the investment project of the public offering of non-public offering is the key link of the pformation of the business mode of the company to implement diversified fashion brands, new retail and information technology.

After this issue is completed, the company's asset liability ratio and financial risk will be further reduced. The company's financial structure will be more stable and reasonable, and its ability to manage risks will be strengthened.

After the completion of the project, it will further enhance the competitiveness of the company in the apparel retail industry, improve the company's product layout, brand layout, channel layout, and improve the efficiency of the company's operation and management.

In the long run, it will help improve the company's earning power and profitability, and lay a solid foundation for the sustainable development of the company, in line with the interests of the company and all shareholders.

It is reported that "brand upgrading and product supply chain pformation project" is an important way to realize the pformation and upgrading of American fashion brand to multi fashion style brand based on the background of consumption upgrading and new retail development.

Through brand promotion and promotion, the company will change the brand impression of the company's brand in leisure fashion style, and create the brand name of the company's multi fashion style.

At the same time, the company also needs to pform the product supply chain mode, with the help of social innovation capability, and cooperate with the brand suppliers with independent research and development ability to ensure diversified brand supply and satisfy consumers' pursuit of more fashion and faster fashion.

In order to better support this pformation and upgrading, Smith Barney clothing needs to upgrade through the information technology management system and the retail big data platform, supporting the company to realize diversified fashion brand style management, new supply chain mode management, intelligent retail management and other targets.

At the same time, the company also needs to upgrade the existing stores and set up new outlets directly, so as to promote the implementation of Shopping Center store construction and the strategy of "100 cities and thousands of stores" by realizing the wisdom of stores and brand diversification.

The first textile network reporter learned here that in the first three quarters of 2018, the United States and the United States achieved 5 billion 547 million yuan in business income, an increase of 24.86% over the same period last year. The net profit attributable to the parent company was 40 million 140 thousand yuan, representing a loss of 5 million 40 thousand yuan compared with the same period last year.

Since the fourth quarter of 2017, american apparel has been growing steadily, and its profit margins have continued to be positive and year-on-year.

Since 2018, the revenue of the United States has improved and the performance of both direct and franchisees has improved. The total revenue in the first half of the year has increased by 35.96%. At the same time, the new business opening area in the first half of the year is about 120 thousand square meters. According to the estimated area of 150 square meters, there are about 800 new stores, which is about 20% higher than the end of 2017, and the growth of revenue is mainly driven by channel expansion.

Everbright Securities analyst Li Jie believes that since 2018, the United States apparel business pre adjustment has begun to show significant results, the revenue side growth picked up, profit margins to achieve losses, business capabilities have improved, but we also need to see that in the first three quarters of 2018, the growth of revenue in the terminal retail environment has slowed down, and the downturn in industrial consumption is expected to cause some interference in the company's performance improvement.

The industry also believes that although the state's apparel industry has benefited from the expansion of the channel to drive revenue growth to exceed expectations, its profitability has yet to be improved. From the point of view of the survey, the US state clothing is still at the edge of profit and loss balance, and the net profit margin is significantly lower than that of the same industry. The cost control needs to be further strengthened.

Reporters learned this evening that the design of the fund-raising dress investment project was mainly for the following purposes:

1, further implementation of the company's development strategy needs

At present, the company has made some success in upgrading brand names and deepening the channel layout.

In the future, in order to adapt to the development characteristics of the new era and changes in the main social contradictions, the company needs to continue to deepen the upgrading and pformation of the brand image, making the multi fashion brand style widely accepted by more consumers, and optimize the existing supply chain mode by cooperating with other social brands with independent R & D capability through more social innovation forces.

The company needs to enhance information technology management capabilities and build a big data platform for retail, so as to better support the innovation of supply chain mode, make use of big data and artificial intelligence to dynamically analyze and predict customer needs, and meet customers' needs faster and more accurately.

On this basis, the company also needs to further strengthen the construction of intelligent stores, strengthen the channel construction, digitize the passenger flow by using Internet technology and intelligent devices, rebuild the connection between stores and consumers, and create new retail scenes.

2, capital operation helps the company's strategy implementation, and enhance the overall ability to resist risks.

In the process of implementing the development strategy, the company has a large demand for capital.

Earlier, the company used its own funds or bank loans and other debt financing instruments more, asset liability ratio is higher.

In the face of more intense competition in the future, in order to ensure the smooth implementation of the company's overall strategy, we must obtain stable cash flow through various forms of financing channels, while satisfying the needs of our own capital while maintaining a good capital structure.

3, gradually release the potential of social brand, reduce the backlog risk of company inventory

With the implementation of this project, the brand potential and value of the company will be released quickly.

With the help of the ability of social innovation and the cooperation with the vast number of brand suppliers with independent R & D capability, the company can not only provide its own brand products, but also enable consumers to get in touch with more fashionable fashion brands and products with the same high cost performance, so as to get the shopping experience that other clothing brand stores do not have.

In the new supply chain mode, because social brand suppliers need to bear the risk of unsalable inventory, it forces them to develop products that are of better quality, more fashionable and marketable, and more closely to the market and consumers.

Through cooperation with brand suppliers, companies can share their offline sales channels and information management capabilities while improving their financial statements structure.

After the cooperation mode is mature and promoted, the supplier is responsible for ensuring the elements of product design, style and other products. The company focuses on protecting the reputation of the brand and doing well in the supply chain management, sales management and information system management of the commodity, and the two sides become the interest community to seek maximum benefits.

In recent years, MB has focused on brand upgrading, product upgrading, and retail upgrading. It has responded positively to the spirit of the craftsman advocated by the state, and is committed to satisfying the rising consumer demand with better fashion products and shopping experience.

In terms of brand innovation, the brand of the company has changed from a single leisure style to five styles. The brand attitude and product content of the upgraded brand have been widely recognized and positive feedback from all sectors of the society, and the brand influence has been significantly improved. In terms of channel deepening, the company firmly grasped the huge growth space brought by the upgrading of town consumption, and with the radiation effect of the core market, established a full coverage marketing channel from the first tier city to the county town market with the development strategy of "100 cities and thousand stores", which brought a very cost-effective shopping experience for all kinds of consumers.

On this basis, the United States should continue to follow the path of brand upgrading, product upgrading, and retail upgrading, with the help of social innovation capability, and cooperate with the brand suppliers with independent research and development capabilities to achieve brand upgrading.

At the same time, the company should further strengthen its cooperation with multiple business partners, continue to promote the development strategy of "100 cities and thousands of stores" and realize the intelligent retail management of stores.